We talk about listening to our customers. We talk about listening to our peers, our stakeholders and our teams. But really, when we talk about listening, I wonder whether we are really being attentive -- whether we take what we hear and turn it into something actionable. And I wonder whether we are really using the RIGHT kind of ears....
One of the things that blogs do REALLY well is open our listening ears.
I remember some time ago reading this post over at CK's blog. She had picked up on Drew McLellan's posts on his visit to Disney World and the lessons that his experience has for marketers. And after CK's success with the Voice-in PDF about why we blog (if you don't have one, grab a copy now), she challenged Drew to pull together this insight into a PDF that could be sent to his clients and prospects.
And the payoff?
Not ONLY happy customers ... but a smidgen of sillyness -- CK would, herself, don the mousketeer ears.
Well, Drew had his OWN ears on (ok Drew, where's the picture?) ... and he took that challenge. And the result is this great 11 page PDF that captures the essence of Drew's posts in a more versatile format. He has some great sections in the PDF, including:
- Surprise (one of my current interests -- surprise marketing)
- Privilege (turning purchase into something special!)
- Dance with the one that brought you (my favourite)
This is a great example of listening to your audience. Disney World does it ... as shown by Drew's observations ... CK does it ... as shown by ... well, those ears ... and Drew does it ... as demonstrated by the PDF that he is now sharing with us all.
But the question for us all is ... are we listening too? Are we acting upon what we hear? And are we willing to go that extra mile to make it work? Are you big enough to wear the big ears? And are you up to the tag "marketeer"?
I think the ears have it!
Gavin in VP & Principal Analyst with Constellation Research Group. He possesses extensive international experience in driving measurable outcomes via digital customer experience platforms, digital strategy and executing innovative content driven campaigns. With a background in enterprise technology innovation, digital strategy and customer engagement, Gavin connects the dots between disruptive technologies, enterprise governance and business leaders.
Most recently, Gavin led the customer experience, communication and social media programs for SAP's Premier Customer Network. And over the last 15 years, he has been at the forefront of innovative digital strategies for some of the world's leading companies - from IBM to Fujitsu - and on the agency side, leading the global digital strategy for McDonald's.